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Just Eat launches floating takeaway AR experience on Facebook

Popular fast food marketplace Just Eat has launched an AR experience through Facebook’s AR studio, the ‘first’ UK tech company to do so.

The AR experience – which was created by marketing tech agency Byte London and VR content creator Inception VR – is part of Just Eat’s digital strategy for its creative brand platform called ‘The Magical World of Just Eat’. It enables Facebook users to use their phone’s camera to see their favourite takeaway floating in the ‘real world’, along with a flying delivery scooter.

“Our Facebook AR experience is another way for us to bring the magic of our takeaway world to the British public and entertain them,” said Ben Carter, UK managing director at Just Eat. “From the breadth of cuisine choice to the ease and simplicity in placing an order, we’re putting our 28,000 restaurant partners - the magic makers - at the heart of our campaign.

“Nearly half the population are yet to order food online so we want to attract consumers to experience the Just Eat magic that we provide in their local area and ultimately, drive engagement and convert orders through the Just Eat Facebook app and website.”

On top of the AR experience, Byte London has also created visuals for Just Eat that appear to make food jump out of the News Feed, as well a Facebook Canvas where users can guide a Just Eat delivery scooter through a variety of environments and backgrounds.